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Insights Association Approves New Code

May 11 2018

Members of US industry body The Insights Association have unanimously approved its new Code of Standards and Ethics for Marketing Research and Data Analytics, designed as a definitive resource to support industry-wide 'self-regulation, quality and success'.

Formed last year through the merger of CASRO and MRA, the Insights Association provides a resource and network for the marketing research and data analytics community, with all proceeds invested in advocacy, education, certification and direct member support. The code was developed over the past year by a task force and refined in consideration of nearly 100 suggestions and comments from members. It is designed to cover all research and insights activities, and reflects changes in practice in a global context, while relying on supplemental guidance from ESOMAR/GRBN, EphMRA and other research and insights organisations and resources.

The code will be reviewed annually by the Insights Association Standards Committee with input from members, to allow for technological advancements and market trends. In addition, the Insights Association Board can make fundamental as well as technical revisions to the code when required. CEO David Almy (pictured) comments: 'Our new code builds on the industry standard-setting legacies of CASRO and MRA while reflecting many recent changes in research process and practice. It plays a vital role ensuring ethical behavior and best practices beneficial to research participants, the public, our members and the entire research and insights community'.